In many marketing research applications,the observations for two groups are not selected from independent samples.Rather,the observations relate to paired samples in that the two sets of observations relate to the same respondents.

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Paired samples refer to the situation where two sets of observations are related to the same individuals or objects, such as before-and-after measurements, matched or paired comparisons, or repeated measures. This contrasts with independent samples, where observations are drawn from separate groups or populations. Paired samples are common in marketing research when studying the effects of an intervention, treatment, or stimulus on consumer behavior, attitudes, preferences, or perceptions. Examples include testing the effectiveness of a new ad campaign, packaging design, product feature, or pricing strategy by comparing the responses of the same individuals or households before and after exposure to the treatment. Paired samples analysis can help control for individual differences, reduce variability, increase power, and provide stronger evidence for causal effects.

In Many Marketing Research Applications,the Observations for Two Groups Are